Facebook is a fantastic marketing platform that gives us several tools to increase direct bookings and promote your venue for events.
The first thing that every hotel owner should do is to set up a remarketing campaign - first, we pixel everyone that is visiting your website and create some custom audiences. We can now show people that have visited your website ads as they browse Facebook and the web.
There are several remarketing ads we find are working well:
- A generic likes campaign: Remind people of your hotel, and get them to "like" your page. Increasing your page likes has several benefits: 1. it increases your organic reach. 2. you can build lookalike audience 3. you increase your social proof on your ads 4. you can target the friends of the people that like your page.
- A season-specific offer campaign or direct booking offer.
- Leads Ads: After people have been on your website, you can ask them to sign up and go in a draw to win a free night at your hotel, for example. When people click on the ad, a form pops up that is prefilled with the name, email and phone number and all they have to do is click submit. Then we can push this information to your email marketing system in real-time, where you can send them several automated emails and sign them up to your regular newsletter.
Increasing event bookings, specifically weddings:
Facebook allows us to target people that have recently gotten engaged. Or have been engaged for a while. All you have to do is decide the radius that you want to target. E.g. 150km around your location. Or do you want to target a specific age group or gender? As of right now, 89000 people have gotten engaged in the past 12 months in Australia. Or 15000 women that have gotten engaged in the past three months. Do you think this would be an excellent audience to show ads for a wedding venue?
We then craft an ad with an inspiring image and get them to click through to your website. You should then have a pdf that they can download or an easy way to get more information, and you're on your way to increase weddings at your property.
Facebook ads do well on their own but work even better in conjunction with other advertising forms like Google Ads.
Guest post written by Johannes Klupfel
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